BBVA Compass' redesigned website showcases emphasis on clear communications, accessibility

The website redesign was an effort that spanned the globe, bringing together teams from the U.S. and Spain, where BBVA Compass' parent company is based. The redesigned bbvacompass.com is the first website in the BBVA portfolio to boast the global banking outfit's updated visual look and reinforce its new brand identity that's centered around creating opportunities. It will serve as a model for new websites rolled out across the other countries in the BBVA Group's footprint.

"We are so proud of this effort," said BBVA Compass Head of Business Development Pepe Olalla, whose teams were involved in the redesign. "We tackled it with a real sense of purpose, and a desire to honor the new BBVA brand mission to create opportunities so that our clients can build bright futures for themselves. It's a big vision that requires us to put our clients' needs for convenience, speed and information above all else, and that's what I hope we've accomplished here."

Besides the distinctive visual look that's designed to be open and simple and inspire engagement, the site also distinguishes itself through its approach to language and accessibility. The teams involved in the redesign put every page of content through what they call a TCR filter to make sure the language was transparent, clear and responsible. At a global level, BBVA has been incorporating TCR principles throughout its entire value chain, both out of respect for its clients' needs so they can make informed, smart decisions, and also because a successful business in today's environment needs to put a premium on communicating clearly and effectively.

"You'll see those values reflected on every page of the site," said BBVA Compass Director of Digital Sales Channel Michelle Stotz Gels, one of the redesign team leaders. "But probably the most obvious example is what we did with our legal disclaimers. We didn't shove them down at the bottom of the page in tiny font under a barrage of technical language. We updated the language so that it's very understandable and called it 'Details you need to make a smart decision.' It might seem like a minor change, but it's a major reflection of what we value as a company."

The teams were also determined to make the site literally more accessible to users, regardless of their physical capabilities or whether they were visiting the site on laptop, desktop, smartphone or otherwise. The banking industry isn't required to adhere to website-design accessibility guidelines, but the design teams voluntarily followed the Web Content Accessibility Guidelines (WCAG) 2.0, which were established by the World Wide Web Consortium, the international standards organization for internet design. This means the site is accessible to the visually impaired and on a number of platforms.

"Was it a lot more work? Yes. Was it worth it? More than yes," Olalla said. "When we talk about creating opportunities and building bright futures, it's not just for certain people. It's for everyone we have the honor to serve."

About BBVA Group

BBVA Compass is a subsidiary of BBVA Compass Bancshares Inc., a wholly owned subsidiary of BBVA (NYSE: BBVA) (MAD: BBVA). BBVA is a customer-centric global financial services group founded in 1857. The BBVA Group is the largest financial institution in Spain and Mexico, has leading franchises in South America and the Sunbelt region of the United States and is also the leading shareholder in Garanti, Turkey's largest bank based on market capitalization. Its diversified business is focused on high-growth markets and it relies on technology as a key sustainable competitive advantage. Corporate responsibility is at the core of its business model. BBVA fosters financial education and inclusion, and supports scientific research and culture. It operates with the highest integrity, a long-term vision and applies best practices. The Group is present in the main sustainability indexes. More information about the BBVA Group can be found at bbva.com.

About BBVA Compass

BBVA Compass is a Sunbelt-based financial institution that operates 672 branches, including 344 in Texas, 89 in Alabama, 75 in Arizona, 62 in California, 45 in Florida, 38 in Colorado and 19 in New Mexico. BBVA Compass ranks among the top 25 largest U.S. commercial banks based on deposit market share and ranks among the largest banks in Alabama (2nd), Texas (4th) and Arizona (5th). BBVA Compass was recently named Best Digital Bank in North America by global finance magazine Euromoney and the best regional bank in the South & West and best mobile app in Money magazine's 2015-2016 list of the Best Banks in America. Additional information about BBVA Compass can be found at bbvacompass.com, by following @BBVACompassNews on Twitter or visiting newsroom.bbvacompass.com. 

Any statement or opinion of a BBVA Compass economist is that economist's own statement or opinion and does not represent a statement or prediction by BBVA Compass, its parent companies or management.

Editor's Note:
BBVA Compass is a trade name of Compass Bank.

SOURCE BBVA Compass

Related Links

http://www.bbvacompass.com